concept brand . invented by tongue
tryst
A dating app for people who'd rather be wanted than swiped.
Most apps hand you a thousand faces and leave you wanting none of them. Tryst runs the opposite math. Fewer people, chosen not collected. The match you catch yourself thinking about at work. The yes you clear your weekend for.
Fewer matches. Mornings worth staying for.
— the brief
Dating apps don't die from too few sign-ups. They die from people quietly drifting off. Tryst needed a win-back flow that pulls lapsed users back without sounding desperate, because desperate is the one thing a dating app can't be.
— The work . THE WIN-BACK flow . 3 emails
Every email implies the user is the one being missed, by real people, right now. Flattery and scarcity, never neediness. The voice dares them back instead of begging.
Email 01 · 14 days inactive · the re-open
Subject A
Funny, your name came up
Subject B
Your type's been busy without you
Preview
No guilt trip. Just a few faces worth the trip back.
You left without a word. We noticed. So did a few other people.
We won't ask where you've been. But a few new people have turned up, and more than one is your type. The kind you'd clear your evening for.
Your seat's still warm.
Still got it, for the record.
Email 02 · +3 days · the FOMO
Subject A
7 people liked you while you were away
Subject B
Your type is here. Annoying, isn't it.
Preview
We're not naming names. Yet.
Quietly, while you weren't looking, people were.
Seven of them, to be exact. Seven people saw your profile and thought yes.
We could tell you one of them is precisely the kind of trouble you swore you were done with. We could tell you another lives close enough to be a problem.
Or you could just look.
Wait too long and they find someone who showed up.
Email 03 · +4 days · the close
Subject A
See who's already into you. Free for a week.
Subject B
We'll make the first move (just this once)
Preview
7 days of Tryst+, free. After that, you're on your own.
Fine. We'll make the first move.
Seven days of Tryst+, on us. See exactly who's already into you, talk to the ones worth it, no card, no catch. Long enough to remember why you joined. Short enough to make it count.
Flirt like you mean it.
— hOW IT RUNS
TRIGGER
No app activity, login or session, for 14 days. The clean default for a dating app.
SEQUENCE
Email 1 at 14 days. Email 2 at +3 days. Email 3 at +4 days after that. Each sends only if they're still inactive.
After the flow
Still gone after Email 3? Stop the high-touch sequence and drop to a low-frequency sunset cadence. Don't keep hammering a dormant user.
DYNAMIC CONTENT
Email 2 pulls the like count live. If a user has zero likes, suppress it. "0 people liked you" is the worst possible win-back.
— THE RANGE · ux mICROCOPY
The voice can't only live in the inbox. These are the small moments inside the app, the empty states, the pushes, the errors, where most brands go flat and Tryst stays in character.
Empty state · no matches
Quiet in here. The good ones are worth the wait. Widen your filters, or sit tight.
Empty state · inbox
No messages. Someone has to go first. Might as well be you.
Match notification
It's mutual. Don't fumble it.
Push · someone liked you
Someone's into you. Good taste. Go look.
Push · re-engagement
Your matches are getting restless. Don't make them wait.
Error · photo upload
That didn't load. Even your best angle deserves a second take.
Profile prompt placeholder
Six words. Make them want the seventh.
— THE RANGE · WEBSITE HERO
tagline
be wanted. not swiped.
subheading
Tryst keeps the pool small, on purpose. Fewer people, more of the kind you'd clear an evening for.
cta